2020/2021 Winners & Shortlists

Why is this work relevant for Media?

In-store posters don't get a second look. By using right-angled floor posters, we disrupted the concept of an in-store poster to grab the customer's attention.

Background

Smartphone cameras have inspired a new generation of photographers. Social media is getting them recognition. But they're ignoring the value of Sony cameras and lenses. Our task was to get phone photographers to consider using Sony to capture stunning subjects.

Describe the creative idea / insights (30% of vote)

Camera phones may be good. But there are limitations in the outdoors. Sony lenses can take you where your phone can't - up close to the most dangerous predators.

Describe the strategy (20% of vote)

Virgin Megastore sells smartphones, cameras and lenses, among a thousand other products. Ever since everything started getting shot on an iPhone, camera sales have been declining. Our target audience was amateur photographers who were very comfortable using their phone. We wanted to raise awareness of the Sony camera and lens range, at the point of purchase.

Describe the execution (20% of vote)

26 special execution posters were installed in a phased manner across 13 Virgin Megastores in the UAE. Each location had to be identified to secure the longest length and each poster had to be individually measured.

List the results (30% of vote)

The campaign has started in February 2021 and it is still too early to measure any impact on sales. But staff have said that customers can't help but notice the stretched posters.